Marketers That Lack Integrated Approval Capabilties Now Face The Potential For Compliance Problems

Marketing functions in most organisations have consistent processes in place for creative and legal oversight of paid media and collateral. Nevertheless, the advent of additional digital communication channels has complicated how outbound information is reviewed and controlled. While an advertising campaign might have stringent approval standards, a company webpage update or Facebook post might go out with minimal management review

Imagine this common scenario: a company’s marketing department is in charge of paid advertising and PR and, as a result, is well aware of ASA standards. At the same time, the company website is produced and administered by a separate IT department with little marketing input, while social media updates and the company blog are handled by a staffer with the title of “new media specialist” or something similar. Without an integrated approach to reviewing all content—including paid and unpaid media—the likelihood of inadvertently violating the broadened ASA remit is greatly increased.

The consequences of such violations can be very detrimental for marketers, as the ASA has several sanction options at its disposal. However, one of the most adverse consequences has to be bad publicity—a brand’s reputation can be badly damaged if it is seen to be flouting the rules designed to protect consumers from advertising and marketing communication that could mislead, harm or offend.

The Solution For Consistent Compliance: Aprimo Marketing Studio / Aprimo Marketing Studio On Demand

Aprimo is a leader in the design and deployment of integrated marketing software for B2C and B2B marketers that can help unify messaging and approvals across all parts of your organisation, regardless of the communication channel. Whether you choose Aprimo Marketing Studio or its cloud-based variant, Aprimo Marketing Studio On Demand, you can achieve new levels of visibility and control of marketing operations and campaign management.

The difference is Aprimo’s Integrated Marketing Management (IMM). Other products utilize single point solutions that address individual marketing issues, but suffer from a lack of coherence that can lead to inefficient processes and lost opportunities. By contrast, Aprimo ties all of your marketing objectives together into a single integrated platform that builds connections between team members and enables efficient information flow—and control—across your entire organisation.

Aprimo Workflow & Project Management

Key Benefits

• Review and approval features ensure that all communications— whether paid or unpaid, traditional or online—meet your brand standards as well as legal and compliance requirements
• Helps eliminate bottlenecks in the sign-off process
• Lets you easily configure and follow a standardized process for every project while keeping all stakeholders notified
• Streamlines marketing workflow to reduce processing time by 20 to 25 percent

Want more like this?

Want more like this?

Insight delivered to your inbox

Keep up to date with our free email. Hand picked whitepapers and posts from our blog, as well as exclusive videos and webinar invitations keep our Users one step ahead.

sign up

By clicking 'SIGN UP', you agree to our Terms of Use and Privacy Policy

SIGN UP

By clicking 'SIGN UP', you agree to our Terms of Use and Privacy Policy

Integrate Approvals Into All Communication Functions

Aprimo Workflow & Project Management helps integrate consistent compliance approvals into every communication channel in your organisation, even those outside of the direct responsibility of marketing.

• Creative review tools can be used to accommodate sign-offs for any company message, whether an ad, webpage, blog entry, or other vehicle
• With Aprimo, you can easily bring your corporate compliance department into the workflow review and planning process, keeping team members apprised of progress and avoiding the delays and bottlenecks that can occur when legal approvals are treated as an afterthought
• Digital comments and annotations create a simple-to-reconstruct audit trail should there be a need to substantiate the approval process

Ready For Today’s Challenges And Tomorrow’s Opportunities

Aprimo Marketing Studio includes capabilities that allow review of new media technologies as easily as traditional marketing materials. For example, comments and annotations can be added to videos during the approval cycle, keeping all team members current and reducing costly revisions that would otherwise take place if changes were needed after the final edit.

Since Aprimo uses a modular approach to Integrated Marketing Management, an organisation can implement IMM through phases that match a company’s immediate needs—and culture. As the marketing landscape evolves, whether through technological advances or regulatory changes such as the ASA online remit, Aprimo has the solutions that can help you create new marketing opportunities, enhance your dialogue with customers and deliver proven ROI to stakeholders.

Conclusion

Marketing organisations that do not have complete control of their online messaging on corporate websites, social media and other non-paid venues may face increased liability in the face of a broadened ASA online remit. The answer is to integrate and streamline internal approvals to certify that all company communications follow the kind of consistent guidelines demanded by the ASA. Aprimo Marketing Studio and Aprimo Marketing Studio On Demand include workflow and project management tools that help ensure every message you deliver—in whatever medium you choose—is crafted to meet all of your corporate, legal and compliance requirements.